We visit a local market, observe its space design & visual merchandising to identify the Elements of Design (EOD) and Principles of Design (POD) present in the space and define each of them.

1. Fashion Communication
A S S I G N M E N T
Visit a local market in Patna and study about the
Design Elements used in Visual Merchandise

2. Elements Of Design

3. Forms are three dimensional, and there are
two types: geometric (man-made) and
natural (organic). A digital or physical form
can be measured by height, width, and
depth. A form can be created by combining
shapes, and it can be enhanced by color or
texture. Depending on their usage, they can
also be ornate or utilitarian.
Form
Every fruit has
a distinct form

4. Color can help the organization of a design,
and give emphasis to specific areas or
actions. Like other elements, it has a few
different properties: hue, saturation, and
lightness.
Color
Colours add beauty to
each of the flowers

5. A shape is a two- or three-dimensional
object that stands out from the space next
to it because of a defined or implied
boundary. A shape can live in different areas
in space, and have other elements like line,
color, texture, or movement. Like forms,
shapes come in two different types:
geometric and organic.
Shape
Pieces of
crockery are
circular in shape

6. Texture is the way a surface feels, or the way
it’s perceived to feel. It has the power to
attract or detract a viewer’s eyes, and can be
applied to lines, shapes, and forms.
Texture
The surface of baskets
have their own texture
that look like weaves

7. Often the starting point for all artistic
expression, the line is one of the most
essential elements of design. It always has
more length than thickness, and can be
unbroken, broken, or implied. A line can be
vertical, diagonal, horizontal, and even
curved. It can be any width, size, shape,
position, direction, interval, or density.
Line
The chair is made
up of line elements

8. A point is a coordinate without any
dimensions, without any area. Points are the
simplest element of visual design. Dots
anchor themselves in space and provide a
reference point relative to the other forms
and space around it.
Point
This dress is
composed of a
collection of points

9. Every shape or form has a place in space. As
an element of design, space refers to the
area around, above, below, or behind an
object. Objects in space can occur in both
two and three dimensions.
Space
The white background
represents space

10. Principles Of
Design

11. Unity is a force operating within a design
that gives it the appearance of oneness or
resolution. This ensures no single part is
more important than the other. Using
design elements to apply unity to your work
is a strong way to bring a brand concept to
life.
Unity
Both piles of fruits
together form unity

12. Objects in design carry weight just like in
the physical world, but it’s called visual
weight. The visual weight of a design needs
to have balance. It’s like putting two objects
on a seesaw: If one side is too heavy, the
viewer’s eye goes directly to the heavy part.
Balance
Both sides having
equal weight
depicts balance

13. The difference between two or more objects
in a design is referred to as contrast. The
difference in objects could be light and
dark, thin and thick, small and large, bright
and dull, etc. Contrast is most commonly
associated with readability, legibility, and
accessibility.
Contrast
Blue text is in
contrast with the
white background

14. This is the end result achieved when all the
design elements and principles interrelate
and work together to enhance the visual
appeal of a space. Balance, proportion and
rhythm in a space bring the elements of
color, pattern, texture and shape into a
functional relationship with the physical
aspects of space, light and structure.
Harmony
Harmony is formed by
equal scattering of
bananas across the space

15. Emphasis can be created by size, weight,
position, color, shape, and style. Sometimes
referred to as dominance, emphasis deals
with the impact of an object. Adding
emphasis to an object creates a focal point,
which grabs an audience’s attention. It’s
where you want the viewer to look first, but
doesn’t overpower the rest of the design.
Emphasis
Leg dummy is hung
outside the store for
putting emphasis on it

16. Scale is the sizing of elements or a standard
of measurement. It can be used in
combination with other principles like
emphasis to draw the viewer into a focal
point, and helps us make sense of designs
or imagery. If something is drawn to scale, it
shows an object with accurate sizing.
Scale
Different capacities of
containers reveal space

17. Repetition is the recurrence of a design
element, commonly utilized in patterns or
textures. Repetitive elements can be used in
conjunction with other principles to create a
design that leads a user’s eye to a focal
point, has continuity, or flow. A repetitive
element could be repeated lines, shapes,
forms, color, or even design elements.
Repetition
The tires act as
objects in repetition

18. Akansha Choudhary
BFT/19/286
Bhanu Pratap
BFT/18/2396
Yogesh Kumar
BFT/19/1532
Shivam
BFT/19/1118
Minal
BFT/19/955
Abhishek Kumar
BFT/19/1168
M A D E B Y
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